Aleix Bou | CD / CW
Freelance Creative Director and Copywriter from Barcelona
Freelance Creative Director and Copywriter from Barcelona
Giving Sanex a Brand Purpose
Among the things that I take great pride in from my time at Contrapunto BBDO is how I successfully helped evolve Sanex, a historic Spanish brand that was revolutionary in its time by introducing a gentler shower gel for the skin. Following its expansion into other markets, Sanex had been focusing its advertising efforts on product benefits for years. Legendary Planner, Salvador Pedreño had established the concept of "Healthy Skin" years prior, considering it untouchable. However, the key was asking the fundamental question: Healthy skin, for what purpose? The revealing answer was: so that we can have skin to skin contact. Something crucial for life that, according to studies, humans are gradually ceasing to do. This discovery became the central purpose of the brand, enabling me to create these two paneuropean campaigns. The first one was launched in 2017 with the concept 'Touch keeps you alive,' and the second one in 2021 with the concept 'Your skin is powerful'.